Our 5 top tips for how marketing can help your business flourish in a crisis

So Brexit day is here. Well the original Brexit day before the new one that we’re not quite sure when or what it will actually be.

It’s obviously a tough time for business. With so much change anticipated, and uncertainty about exactly what that change may be, let alone bring.

The tension amongst our clients is palpable. The big briefs are definitely not there, and who can blame them – why would you want to spend a lot on a marketing campaign, rebrand, or build a new website when you don’t know what’s around the corner, and when a recession is widely anticipated.

The reality of course, is that your marketing agency is exactly who you should be speaking to for help in getting through the difficult times ahead and ensuring you come out ahead of the competition.

Here’s our top five tips for how to navigate those choppy Brexit waters, and find opportunities amidst the chaos.

1. Be helpful

You’re not the only one in this. Every business and consumer will be impacted by Brexit.

Standing apart as an authority in a time of crisis is the key, especially for B2B brands.  Work out how your products and services can support people and businesses, and above all try to be helpful.

You don’t need to sell, stand apart by being good, and people will come to you when they have a need.

2. Be consistent

At times of crisis, everyone looks for stability in consistency.

Brands that can give customers that sense of stability, of business as usual, of being strong and stable (ahem), will appeal most to customers. This ties in with point 1 – being an authority, and a voice of reason can help brands stand apart.

In uncertain times, stand apart as a beacon of certainty and authority.

3. Be bold

Yes – be the same you, but bigger and better.

You can’t be a beacon of certainty without being a beacon. Business as usual it may be, but you need to make your customers hear that message.

You need to be beating that drum on every channel, stand behind and invest in your brand and your big message.

4. Be moneywise

Cutting your marketing and advertising spend will reduce your brand presence and cut your revenue, its as simple as that.

It’s long been the default flinch reaction for many businesses in a recession, and it’s the one that will kill your business.

When customers are spending less, and businesses are cutting budgets, the only way to survive is be ahead of the pack and be the biggest voice.

5. Be smart

All of the above doesn’t mean you have to take huge risks. In effect this whole article is basically saying don’t panic, don’t flinch.

If you have good brand values, and a message to be heard, then keep pushing that.

But when money is tight, find the smartest way to make use of your marketing budget – switch your PPC spend to retargeting so you’re focussed on an already engaged audience, get bold on social… Go big with one message rather than worrying about your weekly blog.

Double down on your core brand proposition and cut out all other noise and effort.

PS. We are helpful

So this is the part where we need to follow our own advice from point 1.

Brexit is a tough time, and we want to help businesses understand how they can use marketing effectively, get their messaging right, reach their audiences, and get the best value out of their marketing budget.

So please do drop us a line at [email protected] (or to me direct at [email protected] if you prefer), and let’s start a conversation about how your business is going to continue marketing through Brexit.